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I have been spending a lot of time thinking and writing about
email marketing. While social media (branding, communication and
advertising) gets much of the attention – email is often
overlooked and under-discussed… despite being the building block
for great companies:

Like other communication platforms, brands should treat email as
a privilege. It is the rare communication that gets delivered,
converts, and is trackable… and it is easy to unsubscribe from.
As such, the frequency and the content need to be carefully
thought out (and each of the above buckets are related – they
might come from different parts of the organization – but they
all arrive in the same inbox and represent the same brand!).